Many companies in the market, past and present, have launched highly innovative products with little success. In many cases, the problem was starting too early!
Sometimes, if the market is not ready, we risk failing and paving the way for competitors who can take up our ideas and make them successful.
This phenomenon is even more pronounced in new technologies.
Marketing strategies are like boxing: you need timing!
The punch must come at the right moment; otherwise, we will miss or get hit first.
Below are the famous Google glasses, launched in 2014 and withdrawn in 2016. In my view, smart glasses will return in force and be the future, but in 2014 neither the technology nor the market was ready.
Google Glass
But the parallel does not end there! Speed, a sharp eye, footwork and coordination, feints, power.
These qualities of a good boxer apply perfectly to a company's strategies.
In today's markets, speed is a critical success factor. All companies see the same data and research, and whoever executes faster and gets the timing right will land the first blow in the market.
A sharp eye lets you see your opponent's punches earlier; for a company, it means spotting developments and trends before others. Sometimes a sharp eye can compensate for lower speed.
Footwork, together with coordination, allows a company to move as one and make the most of its resources.
In a competitive market, developing the art of feinting becomes important: make your opponent expect a jab, then come in with a hook to the body!
Finally, power! In marketing, power clearly means having the financial resources to develop and communicate your products and services.
